In a perfect world all people would be judged based on the content of their character in a way that is 100% fair. In a imperfect way people still have reputations. Capitalism is just a system to manage resources among imperfect people based on the overall value they create for society.

People tend to have a basic level of respect when they meet a stranger based on first impressions. Then that level of respect increases or decreases as people get to know each other. This is the reason not everyone is best friends. If someone is hostile their reputation in the community will drop (over time) as people get to know them.

From a business point of view, most businesses just care that you have currency, be somewhat respectful and reasonable. As people interact with each other they tend to get a long more often than not. Free markets bring people together for economic reasons.